"Just to be clear, the [Call of Duty] franchise did about 23 million units worldwide. We don't expect to surpass them with this year's Battlefield 3, just to be very clear," he said.

Activision's Modern Warfare 2 was the highest selling game in the world, and according to the UK telegraph sold 7 million copies on its first day alone. Its successor Modern Warfare 3 is said to break sale records as it concludes the Modern Warfare saga.

Brown's address was that of a realist and despite recognising Battlefield 3 won't have MW prowess, he claims the game will still have strong sales.

"We expect to grow unit sales of Battlefield 3 over its predecessor title, Battlefield: Bad Company 2," he said.

So far, the yet-to-be-released title is on track, with 1.25 million presales secured.

"I think there's going to be a lot of great choice for consumers. I think we're going to see a lot of dual purchases as well. FPS fans, I think, are likely to purchase and play both titles to debate the merits, the pros and cons of one versus the other," concluded Brown.